Joseph Romm - How To Go Viral and Reach Millions: Top Persuasion Secrets from Social Media Superstars, Jesus, Shakespeare, Oprah, and Even Donald Trump

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How to Go Viral and Reach Millions

2018 Joseph Romm

All rights reserved. This book or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher, except for the use of brief quotations in a book review.

Printed in the United States of America

Cover Design: Claire Flint Last

Luminare Press

438 Charnelton St., Suite 101

Eugene, OR 97401

www.luminarepress.com

LCCN: 2018944160

Print ISBN: 978-1-944733-77-3

Ebook ISBN: 978-1-944733-87-2

Contents

To Antonia

For giving me the gift of seeing the world anew through your eyes, and

for teaching me more than I could possibly teach you

INTRODUCTION

The Five Rules of Going Viral

When you plant a fertile meme in my mind you literally parasitize my brain, turning it into a vehicle for the memes propagation in just the way that a virus may parasitize the genetic mechanism of a host cell.

Richard Dawkins , The Selfish Gene, 1976

Virality isnt born. Its made.

Jonah Berger, Contagious: Why Things Catch On , 2013

At every step, the Russians used Facebooks own tools to make sure their propaganda was as effective as possible to get real-time results on which types of ad campaigns were reaching their target audience or which posts were getting the most engagement with viewers.

The New York Times , February 17, 2018

Back in 2010, when my daughter was three, she started saying, blah, blah, blah. I was okay with her repeating things she heardif she used them correctly. So I asked her if she knew what blah, blah, blah meant. She paused and said, Its when Daddy says something that doesnt matter. Dang. She did know what it meant.

Until I had a daughter, I never realized just how often I said things that dont matter. But since then, I have focused all my efforts on figuring out which of my communications matter and which dont.

And by matter , I mean mattering to my audience (or your audience) whether were talking to a daughter, a date, a boss, a coworker, a client, our Twitter and Facebook followers, the media, a crowd at a conference, or friends and family at a funeral. This book will teach you virality : the science and art of creating content that does not disappear after you speak or write it, but instead is memorable enough to live on. The ultimate goal is to create messages that have a direct and engaging emotional impact on listeners or readers, so they have the potential to spread fast and far, to go viral.

Youll learn the newest, most important secrets of consistently generating viral online contentwords, images, or videos that are seen and shared by hundreds of thousands and eventually even millions of people, which is something my colleagues and I routinely achieve in three different organizations. My top post of 2017 had a half million direct views, which means more than ten million people probably saw the headline or some part of the story. Not bad for an article on climate change. Imagine the reach and impact you could have when you learn these secrets.

You will also learn the secrets of going viral in your professional life: how to communicate your ideas in the most memorable and persuasive way, consistent with your personal story, to build and grow your brand, to maximize your impactso you can stand out from the crowd no matter your passion or profession.

Well learn these secrets from the best practitioners and social media mavens I know, as well as some of the worlds greatest masters of creating viral contentJesus, Shakespeare, Lincoln, Martin Luther King, song-writers like Lady Gaga and Hamilton s Lin-Manuel Miranda, Barack Obama, Oprah, and even Donald Trump. I say even Donald Trump because many people I talk toespecially Democrats, environmentalists, and scientistsremain puzzled by Trumps 2016 victory, draw the wrong conclusions, or worst of all, mistakenly believe there is nothing to be learned from a man as flawed as Trump.

But as we will see, Trump and his digital campaign team (along with the Russians and fake-news sites like Breitbart) mastered virality, whereas Hillary Clinton explicitly rejected it. That explains much of why he is now President and she isnt. Indeed, until and unless progressives fully understand and embrace viral messaging, our democracy and the future of a livable climate are at risk.

Like a lot of people, I spent most of my life guessing which of my communications mattered, which were truly memorable and effective. But the good news is that the revolutions in social media, information technology, and brain science now make it possible to stop guessing and start knowing which communications matter. We now know the best strategies and tacticsand they were not taught to you in high school or college.

If you and the organizations you work with use the secrets in my book as the cornerstone of your messaging and media strategy, then youll maximize your chances of going viral. And you wont be trying to shout into the roar of Niagara Falls like everyone else.

THE FIVE RULES OF GOING VIRAL: HOW TO BE CLICKY AND STICKY

The good news is also the bad news: Those who do understand the secrets of viral messaging are flooding the system, inundating it with both good news and bad news that grabs your initial attention (clicky) and then keeps it (sticky).

You can cut through the clutter by embracing these five rules for consistently creating content that can go viral:

1. STORY: Tell a compelling storybut use the simple And-But-Therefore formula.
2. FIGURES OF SPEECH: Use the most unforgettable figures of speech, especially repetition, irony, and metaphor.
3. EMOTION: Trigger one of three activating emotions that trigger content sharing.
4. MEMORABLE ELEMENTS: Select the most memorable words, phrases, and stories.
5. TESTING: Embrace message testing and tested messages

This book explains in detail how to wield these five weapons to become an influence ninja.

If youre not doing all fiveand very, very few people or organizations arethen your message is at high risk of being drowned out by those who are. If youre not doing all five, then you are at high risk of being ignored or forgotten amidst the deafening drumbeat of our 24-7 news and social media cycle, a drumbeat that Trump has amplified and sped up to an intensity previously unimaginable.

These five strategies are proven to work by leading experts at making viral content, including my colleagues and me. These five strategies are also proven to work by three separate sciences: the latest marketing research, social science, and brain studies.

A central point of this bookperhaps the single most important thing to understand and internalize, to get in your gutis that these five strategies are in fact all basically just one over-arching strategy. This is the Grand Unified Theory (GUT) of going viral: If you want to be as memorable as possible, you need a message that triggers the right emotions, and that is most consistently achieved by telling a simple, compelling story using the figures of speech. Those are the most tested winning messages over the many thousands of years of human civilization, and, the science increasingly tells us, the many tens of thousands of years it took homo sapiens to evolve our mastery of language. When you test multiple messages onlinewhen you crowd-source your headlines, your over-arching message, and other contentyou can learn the specific words and images that your audience finds most clicky and sticky.

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